网络产业主导设计与消费者预期互动机理研究

Interaction Research on Dominant Design and Customer Expectation in Network Industry

本文分析了主导设计成立的动因,讨论了网络产业特性促使主导设计成为重要竞争领域和主导设计形成过程中消费者预期扮演重要角色的机理。指出了正的消费者预期能够使企业迅速锁定用户,积累安装基础,达到临界规模,加速主导设计形成。最后,提出了加速企业主导设计确立的相关建议。

This paper analyze the motive of formation of dominant design,and find that the characteristics of network industry make dominant design become important competition area and consumer expectation play an important role in the process of formation.Because positive consumer expectation help companies to lock in users,accumulate install base,get critical scale then accelerate the formation of dominant design.Dominant design can affect consumer expectation from the other side： first,the establishment of dominant design leads to standardization of the industry,then eliminate consumer misgive;second,the establishment of dominant design can decrease cost,and then bring more delivered value for consumer,strengthen consumer expectation.Finally,some suggestions are given for companies.